Some Compelling Customer Survey Results
We managed to get our hands on the results of a soon to be published major health club survey (will be released at IHRSA 2009) and some of the survey results are really interesting. With kind permission - here are a couple of the survey outcomes that are pretty relevant to part of the value ClubReady brings to a club.
The first one is a question posed about customers preferences on how they update their account details.
A whopping 73% want to manage their account online.
The number of actual club customers who are managing their account online is probably less than the preference for using the phone.
The second survey question is similar, but relates to making bookings.
Again, pretty conclusive people want to make bookings online. Only 8% want to make bookings over the phone - yet this is probably the most prevalent booking "methodology" in use in the fitness industry today.
What isn’t captured in the survey is although people want to book online - if your "online scheduling" looks like and functions like it was built in 1985 - then they are going to get frustrated and their desire will turn to disappointment.
Online services, that are usable & well designed - it’s what your customers want, if you don’t have that then it’s a missed opportunity & eventually will become a competitive disadvantage for your club.
